ITERABLE
User Engagement Teardowns
Iterable’s User Engagement Teardowns are account-based marketing content distributed via Slideshare and featured on the blog. From 2017 to 2020, my team produced over 20 teardowns of major consumer brands, including Uber vs. Lyft, Marriott vs. Airbnb, and Expedia vs. Priceline.
In each teardown, we analyzed cross-channel user engagement over a defined period post-signup. We offer constructive evaluation and feedback, covering all types of B2C businesses: fashion retailers, home decor brands, airlines, rental car companies, fast food restaurants, movie theaters, dating apps, meal kits, newspapers, broadcast news, and more.
Battle of the Brands
3 Stages of the Customer Lifecycle
Activation
After signing up for an account with each brand, we analyze the effectiveness and personalization of their welcome and onboarding campaigns.
2. Nurture
Over the course of several weeks, we study how marketers are keeping their brands top-of-mind for new subscribers through various types of nurture campaigns, including promotions and newsletters.
3. Reactivation
As a typical final step of a teardown, we intentionally leave items behind in our shopping carts in order to trigger a brand’s abandonment campaign.